Fruit of the Loom Launches 'Start Happy'

Fruit of the Loom® announced the launch of a new, national brand campaign and platform titled “Start Happy™.”  Empowering yet light-hearted, the campaign was inspired by unlocking a very simple but universal truth – the underwear you put on in the morning has the power to set the tone for your entire day.  The integrated campaign will manifest itself through high-profile national television, digital, radio, and social advertisements, out of home placements in key markets, social media, and on the brand’s website, fruit.com.  It also includes consumer engagement elements and product sampling.

 

 
The Start Happy™ campaign celebrates the power of positive underwear and the difference it can make while focusing on Fruit of the Loom’s commitment to excellent fit.  The Start Happy™ campaign was created and planned by CP+B, advertising agency of record for Fruit of the Loom. 

 

 
“We know the morning is a powerful thing,” said Scott Greene, Sr. Vice President of Brand Management for Fruit of the Loom.  “It can set the tone for the entire day. A great-fitting pair of underwear can make you feel like you can do anything. We want America to start with the right pair of underwear, putting on confidence and positivity one leg at a time.”

 

 
Two 30-second television spots, airing on high-profile national TV shows like Modern Family, The New Girl and The Biggest Loser, as well as high-profile cable, will kick off the campaign.  The spots playfully dramatize the importance of great fitting underwear and the role they play in your day and are voiced by actor and comedian Jay Mohr. Featuring ladies’ microfiber panties and men’s boxers, the spots use a stuntwoman on a movie set and a pit crew on a race track, respectively, to illustrate how great-fitting underwear can give you the confidence to make great things happen in your world.  Similarly, the out of home, digital and social advertisements include documentary-style lifestyle photography and poignant reminders to start every day happy with Fruit of the Loom. 

 

 
The campaign is also supported by a number of original consumer engagement and sampling activations, including “Fresh Gigs,” which consists of a media buy with LinkedIn, the world’s largest professional network. Through the “Fresh Gigs” program, Fruit of the Loom will distribute thousands of pairs of free underwear through the platform to people who start a new job during the month of October, encouraging them to share stories of their fresh start. For more information, visit fruit.com. 
 

FORMAL CLIENT NAME: Fruit of the Loom
EXECUTION TITLE: Panty Stunt and Speedy Boxer
AGENCY: CP+B
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
EXECUTIVE CREATIVE DIRECTOR(s): Tony Calcao
CREATIVE DIRECTOR(s): Matt Fischvogt/Dave Cook
SENIOR COPYWRITER(s): Mona Hasan
ART DIRECTOR(s): Eduardo Inderdbitzin
VP/HEAD OF VIDEO PRODUCTION(s): Chad Hopenwasser
EXECUTIVE INTEGRATED PRODUCER: Kate Hildebrant
JR. INTEGRATED PRODUCER(s): Caitlin Sullivan
PRODUCTION COMPANY & CITY: H.S.I  Culver City, CA
DIRECTOR(s): Joseph Kahn
Director of Photography (PRODUCTION CO): Dan Mindel
EXECUTIVE PRODUCER (PRODUCTION CO): Kim Dellara
HEAD OF PRODUCTION (PRODUCTION CO): Doron Kauper
PRODUCER (PRODUCTION CO): Richard Weager
POST PRODUCTION & CITY: A52 Santa Monica, CA
POST PRODUCER: Daughn Ward
LEAD VFX ARTIST: Jesse Monsour
CG SUPERVISORS: Adam Newman / Kirk Shintani
2D VFX ARTIST: Cole Schreiber, Richard Hirst, Blake Huber, Steve Wolff, Bruno Parenti, Christel Hazard
3D VFX ARTISTS: Chris Janney, Caleb Hecht, Vivian Su, Adam Carter, Tim Donlevy
SET SUPERVISOR: Andy Rafael Barrios
EDITORIAL COMPANY & CITY: Plus Productions Santa Monica, CA
EXECUTIVE PRODUCER: Andrea Krichevsky
EDITOR: Jon Grinberg
ASSISTANT EDITOR: Andrew Ratzlaff
MUSIC COMPANY & CITY: Massive Music Los Angeles, CA
COMPOSER(s) "Panty Stunt”: Creative Director: Tim Adams / Head of Production: Jessica Entner / Composer: Keith Horn)
COMPOSER(s) “Speedy Boxers”: Creative Director: Tim Adams / Head of Production: Jessica Entner / Composer: Nate Morgan
INTEGRATED MUSIC PRODUCER: Chip Herter
SOUND DESIGN COMPANY: Machine Head
SOUND DESIGNER: Stephen Dewey
VP/GROUP ACCOUNT DIRECTOR: Danielle Whalen
ACCOUNT DIRECTOR: Joselyn Bickford
ACCOUNT SUPERVISOR: Jessica Francis
ACCOUNT MANAGER: Lucas Potter
EXECUTIVE BUSINESS AFFAIRS MANAGER: Amy Jacobsen
COGNITIVE ANTHROPOLOGIST(s): Teresa Harris, Carolina Tristao, and Allie Cole